Inside the velvet ropes, amidst bar walls lined with flat screen TVs and cozy booths wired with 20-inch touch-screen monitors, Candy Bistro Burger Bar served up an atmosphere worthy of the techie crowd, fresh from Innotech, and the throng of social media marketers in attendance for the SoMe Awards on Thursday, April 23rd. Social media trendsetters gathered to find out who would be named the winners of Portland’s First Social Media Awards. TMMPDX’s own Lisa Peyton was honored as a nominee in the “Scrappy” category. Check out her case study, The Local Restaurant That Could. And the award goes to…..
Kali Bean accepted the Bloviater award, which recognized Edelman’s creative blogger outreach for the AutoCAD 2010 product launch. While beta testing their new product, Edelman’s client, Autodesk, wanted to communicate with a small group of influential bloggers to answer questions and concerns the bloggers had about AutoCAD 2010. Knowing bloggers had proven tough critics during previous product launches, Edelman’s strategy was to invite dynamic bloggers to a one-day summit at Autodesk with the product development team along with backstage access to the AutoCAD launch webcast.
Erin Holland, executive VP and General Manager had this to say, “It’s exciting to be part of the Portland marketing community, embracing social media as an important communication channel. As the media landscape evolves, our clients are looking to us for counsel when engaging in the digital space, so we are honored to be recognized for the great work we do on behalf of those clients, with this award.”
Costa Pacific Homes
“House Party”- Conkling, Fiskum & McCormick
Conkling, Fiskum & McCormick took home the House Party award which applauded the agency’s social networking strategy for Tillamook Cheese. Tillamook asked CFM for some big ideas that would take the company into its second century. The CFM team recognized a crucial opportunity to engage Tillamook’s best customers online via YouTube, Flickr, Facebook and blogs to encourage brand advocacy and attract new customers. CFM Principal Martina Degliantoni (aka @MartinaD) said “This project has been rewarding in so many ways – not only in how its energized our team, but the engagement with Tillamook Fans, being able to watch the incredible rate of growth and now the SoMe Award. It will be exciting to see what happens in the next year.”
The Next Big Thing award went to Web Analytics Demystified for its analytics Twitter application, the Twitalyzer. The Twitalyzer can be used to track an individual’s Twitter activity over time, allowing the ability to benchmark against other Twitter users, and help determine the effectiveness of social media strategies. A user can Twitalyze herself to get a variety of scores including influence, signal-to-noise ratio, and clout – along with the ability to see how these scores and others (followers, friends, updates, retweets, references, retweeting, etc.) change over time. “I am delighted to have been awarded the SoMe Award for the ‘Next Big Thing’ in Social Media,” said Eric T. Peterson, creator of Twitalyzer. “The Twitalyzer has been built to assist in the discovery process, establish objective benchmarks, and help companies investing in Twitter understand the value of this investment. The SoMe Award very much validates our hard work and so I’m very appreciative.”
“Scrappy”- Anvil Media: John McPhee
Anvil Media’s John McPhee picked up the Scrappy award, celebrating his work for Provenance Hotels. “It was an honor to win a SoMe Award, considering the level of talent of the finalists. Portland is certainly a hotbed for creative talent and it was fun to see how others are embracing and utilizing social media. I am lucky enough to work with Provenance Hotels, as they clearly understand the benefits of using social media in a proactive way. We’ve been able to capitalize on several opportunities to connect and book rooms through Twitter and other social media platforms like Facebook.” Anvil utilized Twitter to reach out to people who had just begun to think about traveling and gave them a 140 character pitch. Trivia questions engaged tweeters and interaction was rewarded with giveaways such as free room nights or gift certificates to those who answered questions correctly. John says, “This has helped show off the brand’s personality, gain more followers, and garner attention.”
“Sugar Daddy”- StepChange Group
StepChange Group walked away with the Sugar Daddy award. StepChange Group worked closely with the Tostitos & Facebook teams to create an Amazing Race-style competition campaign for two $100,000 scholarships around the 2008 Fiesta Bowl. The agency spearheaded a national campaign that included the use of Facebook Pages and Applications to manage user-generated content during the contest, a YouTube Channel for posting daily videos during the “race”, and blogs for each race team. The cross country competition was then nationally televised during half-time at the Fiesta Bowl. “The StepChange Group’s concept was simple. Get the most rabid, dyed-in-the-wool fans to compete against each other for the chance to win a $100,000 scholarship for their school.”
“Wildcard”- GoSeeTell Network
GoSeeTell Network won the Wildcard award for creating the Portland Twisitor Center. GoSeeTell developed the concept for Travel Portland, which allows visitors to get recommendations from peers and ask questions using Twitter by adding the hash tag #inpdx to their tweets. Travel Portland (@travelportland) answers these tagged questions as do Portland locals and other visitors. Every day, 5-25 questions are asked and answered, many within minutes of being posted on Twitter. GoSeeTell’s Martin Stoll stated, “What we like about the #inpdx concept is that it is truly social. It only works if a lot of people collaborate. And here in Portland we have a ton of people who have good advice when people ask on Twitter where to go and what to do. I think this is a good example of using Twitter for real time and, to some extent, location aware crowd-sourcing. That this works so well in Portland should make all local Twitter users very proud.”
Category: Portland Marketing Events